The Lunar New Year, or Spring Festival, is the most important festival on the Chinese calendar. Among its many traditions is buying new clothes to wear for the new year.
Even though many people can buy new clothes throughout the year, the custom still remains as a way to start the year on an auspicious note.
As the Year of the Ox approaches, demand for apparel has surged on Pinduoduo, which has organized several New Year-themed promotions catering to different consumer demographic groups among its more than 700 million users.
"The Spring Festival means the beginning of hope. The new clothes convey the good wishes of consumers looking forward to the prosperity of the new year, and also convey the heart of the generations that are separated by thousands of miles," said a Pinduoduo spokesman.
“A good life is never expensive. We will continue to provide consumers with more value-for-money and high-quality clothing products, and a more enjoyable shopping experience, so that everyone can have a happy year."
Consumers sought out New Year-themed apparel products during the promotional campaign, with the number of searches, orders, and sharing of related products doubling on the first day compared with the previous day.
In case you are wondering what is with the color red, it is associated with good luck in China. Chinese folklore has it that in ancient times there lived a monster that would attack villages every year. The monster was found to be scared of loud noises and the color red. So the villagers put on a lion dance with loud drumming and clashing cymbals, let off of firecrackers and hung red lanterns, stuck red paper on their doors and wore red clothes. The villagers "passed" the year without harm from the monster.
After a year marked by the pandemic, many consumers are eager to welcome a brand-new year. Each year, millions of Chinese undertake what has been described as the biggest annual human migration in the world, taking all manner of transportation to return to their hometowns to reunite with their families. Many migrant workers in the big coastal cities like Shanghai, Guangzhou and Shenzhen go home once a year and the holiday is the only time they have to see their parents and children.
This year, the authorities are encouraging people to stay put to reduce the risk of spreading the coronavirus. For those who are not able to make the trip, buying clothes for their family has become a way to show their care and concern. This is especially so for those in their 20s and 30s. In addition to buying their own clothing, many young and middle-aged consumers are spending more time and money on purchasing New Year's clothing for their parents and children.